Case study: Consumer Prize Campaign

STELLA ARTOIS – SOCIAL MEDIA

PrizeImmersive Brand Experience

PlatformSocial Media Activation

SectorAlcohol

“The team at Black Tomato Agency proved a fantastic agency partner in the running of this promotion, putting together a beautiful prize package. They were really accommodating in meeting the needs ofthis less-than-usual brief […] And when we came up against inevitable challenges, they were always on hand to help solve these immediately so as not to jeopardise the consumer experience.”

Category Brand Manager
AB InBev

What did the client want?

AB InBev were looking to launch an off-trade competition to help promote their Joie de Cidre campaign to run solely on social media. The focus of the campaign was ‘Le President’, a character who is the face of Stella Artois Cidre and who lives in luxury on the French Riviera.

We were asked to create an experience that would burst open the doors of Le President’s exclusive Riviera villa to lucky members of the public. The villa would be available to book on Airbnb for a limited time only and those lucky enough to reserve a stay were in for a week living the high life. We designed an experience giving prize winners exclusive access into Le President’s life; an authentic behind-the-scenes window into his privileged world via a one-of-a-kind entry mechanic on Airbnb.

What made it stand out?

We went above and beyond client expectations to ensure that each winner enjoyed a truly once-in-a-lifetime experience, paying close attention to even the tiniest of details. From the books, art, jazz records and even clothes in the wardrobes, everything was made to look recently used, creating a truly authentic feel and give the impression that this was Le President’s home.

We chartered luxury yachts, organised boules games with the locals, flew in chefs for private gourmet meals and more. We interviewed extensively for authentic villa staff to be the face of the brand during the campaign; meeting multiple PAs, chefs, butlers, photographers, skippers and chauffeurs to find staff that were at the top of their profession but also had local knowledge and the all-important acting skills to play the part.

How did the campaign add value?

A prize experience is only as successful as the customer journey and by providing seamless organisation every step of the way we like to think we’re pretty good at turning sceptical customers into brand fans:

“This was such a great trip as I got to see my Dad on my Birthday for the first time since I was 15. No one will ever say a bad word about Stella Artois to me, you managed to do something I have not been able to do for years. So thank you and Stella for that. You really have made our year and it’s a trip we will never forget.”